Sales 42% Higher Than Previous iPhone 14
High-End Models Hesitate Due to Communication Cost Burden
Apple's iPhone 15 series, released last month, has succeeded in surpassing its predecessor in sales during the first month in the domestic market. On the other hand, in China, it is understood to have experienced sluggish sales due to the US-China conflict and the resulting patriotic consumption trend.
Increase in Domestic iPhone Sales Due to Young Generation's Preference for Apple
The iPhone 15 and iPhone 15 Pro Max are displayed at the Apple Store Myeongdong in Jung-gu, Seoul. Photo by Jinhyung Kang aymsdream@
According to market research firm Atlas Research & Consulting on the 20th, the total sales of the iPhone 15 series in the first four weeks since its domestic release on the 13th of last month increased by 41.9% compared to the same period of the iPhone 14 series last year. Although this is slightly lower than the first week’s performance (a 49.5% increase compared to the predecessor), it maintained a significant growth trend for almost a month.
However, amid the burden of household communication expenses, models with relatively lower prices sold much better, and the demand growth for high-end models was relatively slower, according to the survey.
Sales of the basic model of the iPhone 15 during the first four weeks after launch surged by 130.6% compared to the same period of the iPhone 14 basic model, showing more than double the growth. The basic model accounted for as much as 30.7% of the total sales of the iPhone 15 series.
The sales performance of the Pro model, which usually accounts for half of iPhone sales, increased by only 14.2% compared to last year’s iPhone 14, marking the lowest growth rate. Accordingly, the proportion of the Pro model in the total iPhone 15 sales fell below 50% to 47.9%. Additionally, the Pro Max and Plus models increased their sales by 42.3% and 28.2% respectively compared to their predecessors.
Despite the 'phoneflation' (a combination of smartphone and inflation) controversy, the phenomenon of the new iPhone, which is more expensive than other companies’ smartphones, selling better is interpreted as a result of the young generation’s preference for Apple combined with increased official subsidies from the three major telecom companies. Furthermore, SK Telecom’s AI personal assistant 'Aidot' supporting iPhone call recording and summarizing functions, as well as the domestic introduction of Apple Pay, are analyzed to have positively influenced sales.
Shrinking Apple Performance in China
Customers are experiencing products at the Apple Store Myeongdong branch in Jung-gu, Seoul. Photo by Jinhyung Kang aymsdream@
On the other hand, Apple could not avoid sluggishness from the beginning in China. According to market research firm GfK, initial sales of the iPhone 15 series in China in September decreased by 6% compared to the iPhone 14 sales during the same period last year, and according to Counterpoint Research, sales of the iPhone 15 series in China during the first 17 days after release decreased by 4.5% compared to its predecessor.
The reason for Apple’s sluggish performance appears to be related to the launch of new products by Chinese company Huawei. In fact, Huawei’s latest smartphone Mate 60 series sold about 1.5 million units within a month of release, more than double the sales of its predecessor.
Additionally, the US-China conflict is also understood to have affected sales. The Chinese government issued a ban on iPhone use for public officials and conducted tax investigations on Foxconn, the iPhone manufacturer.
Meanwhile, CEO Tim Cook said in an interview with CNBC after the Q3 earnings announcement on the 2nd (local time), "The iPhone 15 in Q3 performed better than the iPhone 14 during the same period last year."
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